Each month, Agent Publishing features a real estate coach as a Top Coach columnist, offering a forum for top industry experts to share advice to help real estate professionals do their jobs better.

As we near the end of the calendar year, we’re taking a look back at 2024’s 11 Top Coach columnists and offering one key tip or suggestion from each.

Jeffrey Scott Stanton, senior vice president of learning and career development for Douglas Elliman in New York City

Stanton advises asking potential clients about moving, not whether someone is buying or selling. “It’s about starting a conversation, not just making a sales pitch. For example, asking the owner of an expired listing if they are still looking to sell will usually get you a quick no; asking if they are still thinking of moving will usually get you a yes and allow for a conversation.”

Shy Bundy, office leader and business coach for John L. Scott Real Estate in Renton, Washington

“Always stick to your lead generation plan. Many brokers work hard to generate leads, get a few transactions and stop their lead generation. This will cause peaks and valleys in your business. By being consistent with lead generation and always filling your pipeline, you are less likely to be impacted by seasonal or market shifts.”

Anthony Marinaccio, mortgage originators coach and senior VP of residential lending for Rate in Arizona

“We often set ambitious business goals fueled by our passion for helping clients achieve their homeownership dreams. However, setting goals without a solid business plan is akin to navigating uncharted waters without a compass … Business goals without a comprehensive plan are mere wishes. They need more direction and structure to navigate the ever-changing landscape of the mortgage industry.”

Madeline Mordarski, chief marketing officer at The Keyes Company in Miami

“Remember why you exist and the needs that you meet in your clients’ lives — therein lies your value. Then, infuse communicating that value in your day-to-day business and relationship building. Albert Einstein said it best: ‘Strive not to be a success, but rather to be of value.’ The rest will follow.”

Nicole Konsler, vice president of pl@tform education for @properties Christie’s International Real Estate, based in Chicago

“Take the time to work with new technology before you actually have to use it. If your brokerage doesn’t offer formal training, many apps offer video tutorials to help. Alternatively, I suggest connecting with a fellow agent who has more experience using the technology and can share their best practices and help you as you learn.”

Chris Heller, president of real estate tech company OJO in Austin, Texas; co-founder of Agent Advice; and former CEO at Keller Williams Realty International

“Adaptability to market and regulatory changes is crucial for Realtors, emphasized by recent industry changes such as the Federal Reserve’s interest rate cut and the new NAR requirements. By remaining flexible, utilizing available resources, connecting with peers and maintaining open communication with clients, real estate agents can adapt to an ever-changing housing market with confidence.”

Katie Morrell, founder of Morrell Property Collective in Nashville, Tennessee

“Use technology to streamline operations and enhance client service. CRM systems, digital marketing platforms and virtual tour software improve efficiency and engagement. Our business tracker has allowed us to keep our agents organized and makes our meetings run smoothly.”
Fred Wilson, CEO of Fred Wilson Coaching in LaQuinta, California, and author of “Real Estate Attraction”

“The ability to reverse the flow of information when talking with people is the most valuable skill in the business. Yet in practice, it’s the least understood and, thus, the least-taught approach. I call it operating in discovery mode — keeping the flow of information coming your way in your conversations — and it’s the most important thing a real estate agent, or anyone in sales, can learn to do.”

Wes Snow, president of Dallas-based Ascendix Technologies and a CRM and CRE technology consultant

“If you’re navigating a tough, competitive market, don’t just keep doing the same old thing. Leverage AI. It’s a game-changer, helping you work smarter, faster and with precision that no human could replicate at scale. Whether it’s chatbots, dynamic brochures or AI-driven insights, these tools are here to help you stay competitive and close more deals.”

Jonathan H. Lack, strategic planning expert based in Northern California, author of “You Can’t Scale Chaos” and co-author of “The Real Estate Team Playbook”

“A sales audit is the cornerstone of strategic business planning. It involves a thorough analysis of your past transactions to identify where you’ve been most successful. I suggest categorizing your markets into green, yellow and red zones. Green zones are your prime areas, where you should focus most of your efforts. Yellow zones are secondary areas, where you can take business opportunistically, and red zones are those you should avoid.”

Spero Georgedakis, police officer turned entrepreneur and owner of Good Greek, a South Florida real estate sales and moving and storage company

“Embrace saying ‘no’ — and be confident when you do so. As an entrepreneur, you’ll need to prioritize and sometimes decline opportunities to focus on what truly matters … Remember that what you say no to allows what you can say yes to.”